Segmentation, Targeting & Positioning

University of Zimbabwe Graduate School of Management *Marketing Ma*nagement Question: Kotler (1988) has stated that: â€Å"The heart of modern strategic marketing can be described as STP – segmenting, targeting and positioning. ’’ Discuss this statement using appropriate examples. Introduction Market segmentation By definition market segmentation is the division of a market into different groups of customers with similar needs. Or to express it in another way, market segmentation is the division of a mass market into identifiable and distinct groups or segments, and each has common characteristics and needs and displays similar response to marketing actions. ‘’In essence it is the process of dividing a varied and differing group of buyers or potential buyers into smaller groups, within which broadly similar patterns of buyers exist. ’’ (Wilson and Gilligan, 2007, p. 318). There are several ways in which companies can segment their markets. Just as you can divide an orange up into segments you can divide the population as a whole into different groups of people or segments that have something in common. Marketers therefore look for variables they can use to divide up the population. According to Kotler (1997) the commonly used variables are: Geographic segmentation, demographic segmentation, psychographic segmentation and behavioural segmentation. Products can be aimed at a lifestyle. People are grouped according to the way they lead their lives and the attitudes they share. For example, young professionals may drive a sports car because of the image they want to portray. Married parents might want the same things, but have to provide for their children, which is a large extra cost. They will need a family car to suit their lifestyle. Thus you will find a couple that has just married and have no children, will go for a Mazda 3, while older couples with three or so children will go for a Mazda BT-50 because it is bigger and can accommodate the whole family. However the range and variety of marketing decisions suggest that any attempt to use a single basis for segmentation may result in incorrect marketing decisions as well as a waste of resources. Thus increasingly today you will find marketing strategies combining two or more basis for segmentation of their market. TARGETING Once the firm is satisfied that the segments warrants attention there are various ways in which a firm can then target a market. The first is a single product offering. In other words, the marketer targets a single product offering at a single segment in a market with many segments. For example, British Airway’s Concorde is a high value product aimed specifically at business people and tourists willing to pay more for speed. Identifying marketing targets enables organisations to find opportunities and tap into them. It gives firms the information needed to focus on the buyers that are interested in what they have to offer. This saves both time and money in an ever-changing society. However if you pursue one segment of your target market and the demand for your product decreases, so will your financial strength. In essence, you are putting all your eggs in one basket. When your firm becomes well established in a particular market segment, it may be difficult for you to move to another segment. This may occur due to your market reputation or popularity. For example, if Lorimark HR Consultants becomes known for helping college graduates find jobs, unemployed professionals may perceive them as only having the expertise to serve that market. Another downside of target marketing may that a large segment of the population may be left out in the cold. Though demographics and segmentation might give an overall view of the intended market, consumer spending habits change greatly, depending on trends and economic factors. With society taking on more of a unisex lifestyle businesses should be careful when using for example gender to target market. An example of a product that was traditionally targeted at women and is now being targeted with variations in strategy at men is hair colouring. Men now pay particular attention to their hair in much the same way as woman. Thus target marketing should be done with extra care taking into account all factors that may have an effect on the organization’s profitability and the perception or position it wants to create in the market. POSITIONING Thus positioning is all about perception and is inextricably linked to segmentation. It cannot be defined until the market has been divided into unique segments, and target segments have been selected. As perception differs from person to person, so do the results of the positioning map. Positioning reflects the â€Å"place† a product occupies in a market or segment. A successful position has characteristics that are both differentiating and important to consumers and the characteristic may or may not reflect reality. A position is effectively built by communicating a consistent message to consumers about the product and where it fits into the market in terms of the features, performance, quality, conformance, durability, reliability, style and design — through advertising, brand name, and packaging and all the other elements of marketing mix. Kotler, 1997, p. 301) For years OK Zimbabwe has constantly and consistently bombarded the minds of consumers’ with the message ‘†¦. where your money buys you more. ’ Thereby creating in the mind of the consumer that OK has the best prices and your dollar with OK can take you a long way. Another example w ill be that of Colgate and Surf by Unilever, these products are stuck in the minds of consumers (positioned), such that if someone is buying any other toothpaste or washing powder, not necessarily Colgate or surf, they will still refer to the product as Colgate or surf respectively. It is ‘the’ product in mind of the consumers. That is positioning. What is our current position? What does the space look like – what are the most important dimensions in the category? What are the other products in that space and where are they? What are the gaps, unfilled positions or ‘holes’ in the category? Which dimensions are most important? How do these attitudes differ by market segment? What position do we want to have? Some of the positioning opportunities for a product include: Finding an unmet consumer needs – or at least one that is not being adequately met now by completion? Identifying product strength that is both unique and important. Determining how to correct a product weakness and thereby enhance a product’s appeal. For example Ponds â€Å"new and improved†. Changing consumer usage patterns to include different or additional uses for the product. Identifying market segments, which represent the best targets for a product. How do we create a new positioning? Physical product differences. Communications- finding a memorable and meaningful way to describe the Positioning is not what you do to a product; ‘positioning is what you do to the mind of the prospect’. (www. s-m-a-r-t. com/Exp_brandpros. ) Accessed 3 September 2009. Other questions that the marketer should contend with in terms of positioning are: whom do I have to defeat to own the position, do I have the resources to do it, can I persist until I get there and are my tactics supporting the positioning objectives I have set. The positioning map below will show how the motor industry positions their products in the market. Positioning map: +High (price) From the above positioning map it can be concluded that products tend to bunch in the high price/low economy (fast) sector and also in the low price/high economy sector. There is an opportunity in the low price/low economy (fast) sector. Maybe Hyundai or Kia can consider introducing a low cost sport saloon. However it is all down to the perception of the market about the product. Conclusion Undertaking a Segmentation, Targeting and Positioning process is probably one of the most important processes management should undertake both at the onset of a new offer creation as well as part of a periodic revision of the portfolio of offers and strategies used by organization. A market research is always the starting point in the STP process; otherwise the organizations resources will be misdirected. References: Aaker A. David, (1995). Strategic Market Management, 4th Edition, John Wiley & Sons, Inc. Armstrong J. Scott, (2006). Strategic Marketing Management – A Business Process Approach. Brand pros available at http/www. s-m-a-r-t. com/Exp_brandpros. Accessed 3 September 2009. Grahame Dowling, (2004). Creating Corporate Reputation. Identity, Image and performance. Oxford University Press Inc. Kotler P, (1997). Marketing Management, Analysis, Planning, Implementation and Control, 9TH Edition, Prentice Hall. Malcolm H. B. McDonald, (1996) Marketing Plans, How to prepare them how use them, 3rd Edition, Butterworth-Heinemann. Wilson and Gilligan

Las Vegas Case Study

Overview of Las Vegas & LVCVA Most people might not even think of Las Vegas as a â€Å"product†, or even they think of it as a brand. Places are included in the concept of product. Places could be cities, states, regions, or entire nations. Place marketing involves marketing strategies which contribute to create, maintain and change attitudes and behavior towards particular places. Behind the scenes, the image of Las Vegas is created and maintained by LVCVA, Las Vegas Convention and Visitors Authority.LVCVA is a private-public agency with the mission statement of â€Å"To attract visitors by promoting Las Vegas as the world’s most desirable destination for leisure and business travel. † Las Vegas has a perception in people’s minds as â€Å"Sin City† for long time, a town full of smoke-filled casinos, bawdy all-girl revues and no-wait weddings. LVCVA wants to broaden the segment of their tourists and reposition the image of Vegas. Some family oriente d facilities were added in the 1990s. However, this family image did not seem to accomplish LVCVA’s purpose.While they are still struggling with a better positioning, the dramatic decline of tourism due to the 9/11 attack forced them to proclaim Las Vegas as a destination of adults. The new Vegas has reinvented itself as a luxury and gaming destination with classy resort hotels & casinos, shopping malls with luxury goods, first-run entertainment & world-renowned restaurants. LVCVA figured that Vegas is more than an assortment of facilities and amenities and what truly attracts tourists is the â€Å"Las Vegas experience† – the adult freedom.The phase â€Å"What happens here, stays here† was created to capture the essence of the Las Vegas experience. The campaign went very well and the tourism industry rose dramatically. Moreover, this thoughtful brand image has been well established because Las Vegas was named as the number two hottest brand by brand consu ltancy Landor Associate. Unfortunately, the recent recession hit Las Vegas tourism industry badly. The natured, naughty, indulgent image of Las Vegas has had a negative impact during the recession.Especially followed by President Obama’s statement, Las Vegas became a less attractive destination for business and leisure travelers. LVCVA made attempts to reposition Vegas as â€Å"affordable† and â€Å"well-desired† to target hard working Americans. But this positioning is less convincing to people with the perception of the well-established image of Vegas. Although a slow recovery has appeared in the past year, the figures are not the same compared to the time before the recession. SWOT Analysis Strengths:Las Vegas has well positioned itself as a destination of adult freedom which differentiates itself from other states around the nation. Moreover, LVCVA concentrates on the total experiences of the tourists and promote Las Vegas as the best place to travel where t ourists would do things that they don’t normally do at their home town. The world-wide brand image of Las Vegas strengthens its position in the tourism industry. The presence of Las Vegas in the global tourism industry is still growing.Especially, Las Vegas was established by various consumption-oriented industries where gaming, tourism, business convention and luxury retailing take place. Also, many illegal activities within the nation are legal in Las Vegas such as gambling and prostitution. The â€Å"luxury† image attracts many affluent parties to visit Las Vegas which contributes to a big part of the revenue. Weaknesses: Although the large consumption-oriented industry provides huge profits for Las Vegas, it has also made the state more susceptible to extreme volatility and recession.During the recession, leisure travelers are aware of their spending as well as reducing their travel expenses. The naughty and indulgent image of Las Vegas does not play very well to a ttract business travelers. In addition, the city has neglected the importance of technology and knowledge-based business companies or factories in which other states are well established. The consumption-oriented industries concentration makes Las Vegas less competitive to attract these business companies. Opportunities: The excellent global presence of Las Vegas is a great opportunity to attract tourists outside of the nation.Most importantly, international travelers are most likely to stay longer than travelers from other states. Longer stays would involve more spending and activities; Thus, revenues for the state. Moreover, the income and activities in China are growing rapidly in recent years. As the income of the Chinese increase, they will want to travel outside of China. Therefore, Chinese travelers would be a great target segment for Vegas. In addition, many companies now use social media and apps to create customer relationships and solutions to better serve their customers .Innovation in technology for the casino business would be another opportunity to attract tourists or gamers. Threats: The existing image will be an issue to project a full recovery after the recession. The buying pattern has changed since the recession, the glamour and luxury image of Las Vegas does not fit the current economic situation and the current consumers’ desired perception. Moreover, unstable oil prices are a threat to Las Vegas which depends majorly on the tourism industry. Rising oil prices will result in higher airfare which reduces both business and leisure travelers.In addition, many states are considering legalize gambling to increase their revenue and that could pose a threat to Las Vegas’s privilege. Case Analysis The most important factor in the tourism industry is the tourists’ travelling experience. It is the experiences that travelers gain while they are travelling. LVCVA understands that they are not just selling Las Vegas; they are selli ng the â€Å"Las Vegas Experience† – the adult freedom. By talking to their old and potential customers, they learned the core customer value. The Vegas visitors want to feel a little naughtier and less inhibited and that is what their customers are buying.To accommodate the benefits the customers are seeking, the actual services and products are provided to the satisfaction of the visitors. Various product features of Las Vegas were produced to target the adult such as casinos, luxury retailers, world-renowned restaurants and five-star hotels. Branding is another strategy LVCVA used to deliver the core customer value. By spending $75 million for ad campaigns, LVCVA successfully boosted the brand message educating consumers of the â€Å"products† Vegas are selling. â€Å"Only Vegas: What happens here, stay here† became the now-familiar catchphrase of Las Vegas.This image has replaced the long pervasive image of â€Å"Sin City† to a luxury and indul gent image. Although this image has been adjusted to â€Å"affordable† and â€Å"well-deserved† during the recession, but the â€Å"Las Vegas Experience† brand image still maintains a consistent meaning to consumers. As research indicated, people still demand the same Vegas they’ve known and loved will still be there during hard economic times. This proves the strength of the Vegas brand image which provides its consumers a consistent meaning and helps them identify the products that benefits them.On the other hand, to manage the brand image, LVCVA also built an augmented product by constantly surveying their previous and potential customers of their Vegas travel experiences. Support service was designed to periodically assess the value of their products offering and brand experiences to obtain feedback and new ideas for future offerings. Because of the constant research and surveys, LVCVA was able to react quickly with their repositioning as well as main tain product benefits to the customers. The most powerful brand positioning builds around strong consumer beliefs and values.However, one-sided brand positioning became a detriment as Las Vegas moves forward. Although the strong brand experience has boosted the presence of Vegas around the world, it also destroys other economic opportunities for the city and makes the city difficult to react during economic changes. When marketing a city, a diverse objective would be beneficial. And it will create flexibility in the city when facing economic changes. A diverse objective is not just concentrating on developing the global tourist and business visitor industries; it will work on attracting different types of companies and businesses.It is because the ever changing external environment makes place marketing a most challenging task. To compete effectively in this current rapidly changing environment, a flexible and proactive real marketing approach must be developed. As a result, the one -sided marketing approach for Las Vegas will have a negative impact when the city moves forward. A real marketing approach must be constantly evaluated and reacts to the current environment. Also, fresh ideas and attractions are needed to maintain the current and potential customers.Therefore, the most recent efforts by the LVCVA will not continue to work since the consumers’ buying habits have changed and the revenue figures will not recover back to the 2007 peak time based on their recent efforts. Most importantly, the efforts are not contributing to the long-term strategy which should be created to adapt to the rapidly changing environment. A diverse marketing approach would require LVCVA to attract international and local companies to their offices in Las Vegas. These companies will provide ob growth and business travelers to Vegas. By diversify its industrial base; the city will find it easier to undergo economic downturn compared to just concentrating on consumption-ori ented industries. LVCVA should create a set of marketing tools to increase the percentage of international visitors. Spending from international visitors will contribute to a big part of revenues in the future if the city can gain support from the government policies to ease travel restrictions and make getting a visa more easily available for foreigners.Opening the door for international visitors will create more job opportunities to immigrants who speak other languages besides English. Also, the city should encourage their citizens to learn a second language and that could possibly create a business opportunity for private language schools. In addition, LVCVA could attract parties to hold international trade shows and conventions in the city. Innovative ideas are also needed to maintain the current products and services offered in Las Vegas. Smartphones are widely used by individuals.Therefore, a technology wise city could be very favorable for modern citizens. Casinos could creat e apps to better serve their customers while they are gambling or offer free Wi-Fi in Casinos. The â€Å"Las Vegas Experiences† provide a great brand experience to the consumers. However, branding is pervasive but functional products and services are not. Las Vegas should provide a consistent image as well as consistent innovative products and services offerings for their consumers. Just like Disneyland will produce new rides or re-decorate the theme parks for holidays.Products and services could be renewed or add new ones to recapture the return of previous visitors and attract potential visitors. As Ralenkotter mentioned â€Å"History has shown that new properties increase visitation across the board†. Although CityCenter might affect the image of Las Vegas, it is one of the attempts to renew the appearance of this place. Las Vegas is still down from the 2007 peak but their brand image is still strong in consumers’ minds. And that represents its ability to fac e the upcoming challenges and changes.

Characteristics of Pure Competition

Characteristics of Pure Competition 1.0 Introduction Basic microeconomic theory states that firms should seek to maximize profits and that this is achieved where marginal revenue is equal to marginal cost. A number of assumptions underpin this theory, including the assumptions that firms clearly understand the nature of the demand for their products, and why people buy, and that they are willing and able to control production and sales as the model demands. In reality, decision makers do not have perfect knowledge and production and sales are affected by suppliers and distributors. However, this basic theory has resulted in the development of market models and characteristics of these in respect of barriers to entry into the industry, the number of firms in the industry, whether those firms produce a standardized product or try to differentiate their products from those of other firm. At the early 1920’s, only two distinct market models are present in the economic studies which are Pure Competition and Pure Mon opoly. However, economist found out that most firms operate in markets that fall between the extremes of pure competition and pure monopoly. These firms do not face competition from numerous rival producers all selling a homogeneous product at a single price. Instead, most firms in the real commercial world face varying degrees of competition. In some cases, there are competitions offering more or less identical products; in other instances, firms produce and sell differentiated products. In the latter case, a competitor’s product is merely an attractive substitute. In the real commercial world, there may be numerous competitor, or there may be only a few other sellers in a given market. The need of for a more accurate world for markets of this type of this type led to the development of ‘imperfect market’ to refer to such markets. Imperfect competition refers to markets lying in between the two extreme forms of markets, pure competition and pure monopoly. In ord er to bridge the gap of these extreme forms of market structure, two economists, Joan Robinson of Cambridge University of England and Edward Chamberlin of Harvard University in the U.S.A., introduced independently a third market world to explain and illustrate the theory of imperfect competition in the year of 1993. In other words, their model of market organization is what as refer as monopolistic competition. As a result of the variations between the markets present, four distinct market structures are introduced: Pure Competition, Pure Monopoly, Monopolistic competition, and Oligopoly. Pure Competiton Pure Competition is a rarity as such as a theoretical market model. Pure competition involves a very large number of firms producing a standardized, non differentiated product that is exactly identical to that of other firms as perfectly competitive. Pure Competition is a market which firms will only make ‘normal’ profits, the amount required for them to stay in the ind ustry. In Pure Competition market there are no major barriers to entry into the industry so new firms can enter or exit the industry very easily. If a Pure Competition market reaches a situation which supply exceeds demand then the ruling market price is forced down and only the efficient firms survive.

America as an Imperialist Power Essay Example | Topics and Well Written Essays - 2000 words

America as an Imperialist Power - Essay Example Imperialism is the policy or practice in which one country starts to enforce an indirect control over other weaker nation. The reason behind a weak nation being controlled by imperialists is because they have unbalanced economy, governance, and infrastructure. Imperialism comes into practice, when a stronger nation for the sake of economics and other political benefits take over the indirect control, which involves the use of power beyond its border on weaker nation. The cause of imperialism includes the unwillingness of the victim nations to control which is due to weak economics, foreign political structure and a threatening repute of strong holding states. The world still is suffering the consequences of imperialism, which took place in the last decades of the nineteenth century. It can be noticed that imperialism is applied by countries such as US or Germany, which has helped these countries to become significant influence in the global political and social setup. To understand the entire study of empire system, it is important to first comprehend the word â€Å"empire†. The term empire comes from a Latin origination. Empire means power or authority, a control that associates to a kingdom, a state or an emperorship. Empire system basically intends to control over the sovereignty of other state by forceful means. An imperial system of government aims to acquire and get hold on colonies and lands of weak individual states due its ethnic, national, cultural, and religious diversification. Historically, an empire system emerges due to strong political – military dominance of population over the weak cultural and ethnic group. The system resembles a structure where power inflates and weak gets into biased retribution. This is to serve the agenda of emperorship and submerge a powerful geopolitical influence on other victimized nations. In contrast the empire system resembles the ancient roman emperorship, where cruelty, ruthlessness an d brutality floated throughout the global political system (Howe). The study of empire helps in understanding, the developments and changes that took place around the world. It was just a swirling revolution where empire system dominated and passed on to the world politics. Scholars have firm believe that even today the ongoing changes and developments around the world are due to the presence of an empire system. Through researchers’ analysis it can be evidenced that empire rules have existed in the history and still are prevailing. The imperial system has been continually evolving with developments and instances that took place in historical eras. Thus, the definition of empire cannot be evaluated by one factor since it has numerous reasons to cope up with. As Stephen Howe’s states that the world has a complex history and intertwined equally with contested words such as colonialism, globalization, and imperialism (Howe). History of empires is to a great deal of worldà ¢â‚¬â„¢s history. In fact it is being noted by researchers, that almost the entire history is associated with imperialism or colonialism. The significant study of empire is essential as it covers up all aspects related to countries originations and their contemporary situations. As some scholars consider that the world is becoming more and more flat due to cultural import and globalization by means of people, technology, and commerce. Moreover, study of empire explains the modern and historical migration, found in the world today such as cultural import, trade, religion practices, they all trace back to historical empires (Howe). Imperialism Context of Empire: Imperialism has been the most influential power during the last four to five centuries in the world history. In

Classical Mythology Essay Example | Topics and Well Written Essays - 1000 words

Classical Mythology - Essay Example Prometheus possessed the power of foreseeing the future and this blessing was bestowed upon him by his mother, the goddess Themis. Prometheus was basically a Titan that is the gods who ruled before the Olympians and were hence referred to as the old gods. He had assisted Zeus who was an Olympian in coming into power by designing a strategy against Cronos. It is believed that Prometheus had assisted the human beings in multiple ways which included the provision of literature and other skills. But his play principally focused upon the punishment that was imposed upon Prometheus by Zeus for his disobedience of Zeus’s commands of passing on fire to mankind. He was punished by being tied to a rocky mountain where he was taken to by Might and Violence. Hepheastus tied him to the mountain but he felt sorry for Prometheus unlike Might and Violence who do not want to disobey Zeus at any cost. Prometheus further invited trouble for him when he expressed the future of Zeus which accordin g to him showed the fact that Zeus would be overthrown by his own heir from his marriage with a woman. He refused to tell the name of the woman to anyone and Zeus uses all his force and power to make Prometheus reveal this secret. Prometheus is subjected to extreme pain and agony by being tortured with lightning and other methods. Animals eat his liver everyday which again generates every day. Not only this Prometheus has to suffer this forever as he is an immortal and a god and hence would not die. This play provides a good concept of the Greek mythologies. It is enriched with major characters of the Greek religion and learning. The play revolves around major aspects of religion and human beings. It explains the bond that exists between creation and the creator. This can be understood by the fact when Prometheus disobeys Zeus just in order to benefit the human beings as much as

Critically analyse the recruitment challenges in the case study, Essay

Critically analyse the recruitment challenges in the case study, including how they impact on the strategic issues mentioned in the case - Essay Example According to Bradshaw (2007), in any profession, employees are attracted to work for an organisation that can guarantee full time job.1 This way, employees are assured of job security and development in their course of employment in the organisation. With this in mind, Black CAP employs individuals to work for it on a contract basis, which is a part time job that lasts for three to five years. In this regard, the organisation has a challenge of hiring people that wish to work on a part time basis. In fact, studies have documented that most of the people that work on a part time basis lack the necessary skills, experience and competence that can foster organisational growth (Allen 2008). This is attributable to the idea of lack of full time job that can lock such people from acquiring skills and experience obtained by people employed permanently through training and development and other incentives accrued from long term employment.2 Therefore, Black CAP may end up only hiring desperate employees that have failed securing job in other organisations and decide to work in any organisation under any working conditions provided by the organisation. Besides, Kim (2006) noted that owing to the fact that the employees know that they would not be working for the organisation for a long time, employees can lack the required motivation to keep them productive to bring change to the organisation.3 Yudhvir (2012) argued that there are many incentives that help improve the morale of workers including non monetary benefits.4 One of these incentives is the assurance of the employer to employee that he has a permanent job that he can rely on. This way, the employee is motivated to work hard to produce top results for the organisation.5 Since Black CAP is a nonprofit organisation, its remuneration package for its employees is much far less than that of private and public sectors. Therefore, the organisation is faced with the challenge of attracting proficient

Innovation & Entrepreneurship ( Market Research & Feasibility Study ) Paper

Innovation & Entrepreneurship ( Market & Feasibility Study ) - Research Paper Example The report will cover among other things the market demand for fast food in London and risks that may be encountered by investing in such a business in London. Objectives The objective of this feasibility study is to examine the suitability and riskiness of investing in a hospitality industry in London, U.K. This is because we have a great interest of establishing a fast food restaurant in London city. We strongly believe that fast food is doing so well in the city, which will enable us generate high profits in the long run. As a result, we intend to secure commercial premises along Cambridge Street, where, we believe, the business will do so well. We will conduct the feasibility study through market research involving interviews, questionnaires and direct observations. Products and services The restaurant will be serving a variety of U.K. cuisines such as burger, chips, pizza, french fries, tea, and coffee among other delicacies (Euromonitor International Par.4). Our foods will be s erved within the business premises, and customers will have a chance to have a take-way. Since the business will be located within one of the busiest streets in London, we believe that we will have many customers, both local and international tourists who visit the city and who will come to our restaurant. With the high sales expected throughout the season, we are optimistic that the business will generate high returns. In addition, we intend to offer the best-prepared cuisine in London as a whole. Market Research To understand the suitability of Cambridge Street as a good place for fast food restaurant, we conducted research through direct observations, interviews and the use of questionnaires with the residents of the London city. Findings showed that a majority of the London residents eat a lot of fast foods prepared in restaurants, as noted by Kuhn (Par.3). Findings also showed that a majority were young people between the ages of 10 to 60 years. At the same time, we found out t hat students also like eating fast foods, particularly those we intend to offer. In this regard, about 95 % of those interviewed stated that they prefer eating fast foods in restaurants because of lack of enough time to prepare food at home (Ruddick Par.6). Furthermore, they stated that fast foods are cost-effective and delicious. Others argued that eating in a restaurant also gives them opportunity to socialize with their friends and families, as noted by Boella (84). Pricing and promotion Based on the feasibility study, we discovered that our business would face stiff competition from other restaurants in this area. However, the good thing is that the closest restaurant will be within a mile from where we intend to locate the business. However, to beat the probable competition, we will carry out an intensive marketing and promotion campaign throughout London and the U.K. at large to create awareness about our company and the cuisine we offer. We also intend to ensure that we use t he latest technology to ensure high quality in the foods we serve. At the same time, we shall ensure that we maintain the highest standards of hygiene within and around our business premises. In addition, our resaurant will charge reasonable prices, which we believe, will keep our customers coming. This will

The website has the right to choose the topic Essay

The website has the right to choose the topic - Essay Example Since the company believes in the value of people and their engagement, the researcher proposes the conduct of an Employee Opinion Survey to gauge the best ways of increasing productivity within the company and to enhance communication and teamwork among employees. Briefly, the survey is a pulse of employees' opinions about various facets of work such as job fulfillment, leadership and management, supervision, teamwork, among others. Purpose The purpose of this report is to validate the work-related issues that exist within Wausakee Composites, so that appropriate recommendations may be made towards improving the productivity of its workforce. The intent is to arrive at honest employee opinions to dovetail strategies for addressing areas for improvement, and further leverage on strengths. The data shall also serve as valuable input to the design of future people programs of its Human Resources Department. Forecast The following components shall be presented in the current report: 1) Problem; 2) Findings; 3) Recommendations; 4) Conclusions; and 5) Closing. I am more than willing to discuss the results of the survey with you to enable more effective deployment of the recommendations. Executive Summary Purposes of the Report The current report is meant to ascertain the work-related issues which affect the productivity of Wausakee Composites employees. This has been done through an assessment of the following work-related factors, as follows: corporate pride and commitment; job fulfillment; training and growth; management and supervision; leadership; tangible rewards and benefits; work life balance; teamwork and collaboration; work place and resources; and overall satisfaction. The intent is to put forth recommendations which may address improvement areas identified from the survey. Research The main research tool that was used is a survey instrument. The means of each statement presented in the tool were computed, and these were the bases for the recommendations. Recommendations Based on the results of the survey, the lowest rated clusters are compensation and benefits; training and development; and work life balance. The recommendations of the report revolved around these areas. Introduction Wausaukee Composites is a company which produces fiberglass products, and boasts of distinguished customer portfolio, mainly because of its exceptional capacity to delight its customers. It produces composite plastic and fiber glass parts to greater than 35 OEM clients worldwide. The length of patronage of their customers is at least a decade on average. The company has been successful at earning the praise of its customers because of its capability of delivering high quality products while being cost efficient at the same time. The present report gauges various work-related factors that may influence the productivity of Wausakee Composite’s workforce. Forecast The present report shall have the following components and subcomponents: 1) Problem a ) Background Information b) Detailed Description of the Problem c) The Importance of Focusing on Employee Opinion d) Purpose of the Project 2) Research a) Surveys 3) Recommendations 4) Conclusions Background Information Wausaukee Composites leads in the OEM manufacture of various equipment, including construction,

Feeding People versus Saving Nature Essay Example | Topics and Well Written Essays - 500 words

Feeding People versus Saving Nature - Essay Example For instance, humans are always looking forward to comfort which is the case why many inventions were invented from the past and at present time. On the other hand, he may be trying to emphasize that nature should not be sacrificed for the sake of achieving substantial human development because when nature falls; it would be for all humans because it is their life support system (Rolston 249). However, by simply understanding the statement of Rolston, it is clear that he admits there are times when human needs should be the first priority or sometimes the nature as top concern. After all, humans and nature coexist in which their ultimate goal is to move forward to the preservation of life. That is why Rolston acknowledges the importance of sustainable development and environmental protection. Based on the point of view of Rolston, it is clear that humans are just integral components of nature. The fact that we are sourcing all our needs from nature cannot deny the truth that we can d o nothing apart from it. In other words, we rely on nature all our needs. Now, on the issue whether we should not feed people first but save the nature instead, the argument may be based on identifying commendable values in human life. Finding which is more valuable between nature and the human life is, in fact, a very interesting topic to discuss. Â  Nature cannot be more valuable than the human life and vice versa, but it is clear that human life is an integral component of nature because it sources its needs from it. Â  

MG420 DLC Labor Relations Essay Example for Free

MG420 DLC Labor Relations Essay 1. Define the term â€Å"collective bargaining† and list and describe four issues that are mandatory components of a collective bargaining agreement. Efficiency, equity, and voice, these are the three primary objectives of labor relations, of employees, and even of some management employees. Workers seem to lean more towards equity and voice at the workplace, while management usually prefers efficiency. The complicated part is attempting to balance all three for an overall idyllic medium at the workplace for both employers and employees. One of the most encouraging guidelines that should be taken in attaining this balancing act would be through collective bargaining. Collective bargaining is a process of negotiating an agreement regarding the terms and conditions of employment through a system of shared responsibility and decision-making between labor and management (Budd 11-12). During a collective bargaining period, workers representatives approach the employer and attempt to negotiate a contract which both sides can agree upon, terms can typically be about wages, hours, promotions, benefits, and other employment components as well as procedures for handling disputes arising under it. An example that can better explain the importance of a collective bargaining is in an article called â€Å"Teachers union sues Middleton-Cross Plains school district†, (http://host.madison.com/news/local/education/local_schools/teachers-union-sues-middleton-cross-plains-school-district/article_d169fd40-5996-11e0-9c87-001cc4c03286.html), the author discusses how the union representing teachers in the Middleton-Cross Plains School District sued the district Monday over their collective bargaining negotiations. According to the complaint filed in Dane County Circuit Court, the union said the district bargained in bad faith and proposed non-negotiable contract changes including removal of just cause for discipline and discharge, total district discretion of work  hours, elimination of seniority protections, elimination of fair share union dues, modifications/freezes on salary schedules and elimination of compensatory time off. The union also objected to the district proposal that the School Board be the final step in the grievance procedure as opposed to having a third-party arbitrator as the current agreement states (Kittner, 2011). In this article, we see how the teacher’s union could not effectively negotiate an agreement regarding the terms and conditions of employment with the Cross Plain school district and had to sue for a good-faith collective bargaining agreement. According to our textbook, four issues that are mandatory components of a collective bargaining agreement are a s follow: (Budd 11-12) Compensation: Wages and benefits Vacations and holidays Shift premiums Profit sharing Employee Rights and responsibilities: Seniority rights Job standards Workplace rules Employer rights and responsibilities: Management rights Just cause discipline and discharge Subcontracting and safety standard Dispute resolution and ongoing decision making: Grievance procedures Committees and consultation Renegotiation procedures The two mandatory components of a collective bargaining agreement I would like to discuss in more detail are employee rights and grievance procedures. According to our textbook one of the four types of employees’ rights frequently granted in union contract is â€Å"just cause discipline and discharge†, an employee can be disciplined and discharged only for â€Å"cause† or â€Å"just cause†. As such, employees have the right to insist there be valid, job-related for reasons for discipline and dismissal (Budd 310). In an  article called â€Å"Is Poor Performance â€Å"Just Cause† for Discharge?†, provides a good example of employees’ rights â€Å"just cause discipline and discharge. The article discusses how the Indiana Court of Appeals ruled in favor of an employer who had discharged an employee for poor performance. The court ruled that the employees’ poor performance constituted a â€Å"breach of duty reasonably owed the employer† which is one of the seven reasons that constitute â€Å"just cause† for discharge under Indiana law and contracts (Lyman, 2012). The article also discusses how employer tried to improve the employees’ behavior. â€Å"The employee’s supervisors repeatedly discussed with employee the mistakes†¦but the mistakes â€Å"would happen over, and over, and over again.† Co-workers had continuing problems with the employee where she would always blame others for her problems. Despite counseling on multiple occasions, she showed no improvement† (Lyman, 2012). The second mandatory component of a collective bargaining agreement I would like to discuss, is grievance procedures. According to our textbook, a grievance is generally defined as a claim by an employee that he or she is adversely affected by the misinterpretation or misapplication of a written company policy or collectively bargained agreement. To address grievances, employers typically implement a grievance procedure (Budd 321). Most collective bargaining agreements include procedures for filing and resolving grievances. An article from the Daily Freeman News called â€Å"Saugerties school board wants grievance discussion with teachers’ union instead of arbitration† (http://www.dailyfreeman.com/general-news/20140215/saugerties-school-board-wants-grievance-discussion-with-teachers-union-instead-of-arbitration), discusses a grievance raised during a Board of Education meeting which involves a guidance counselor in the junior high school who has 329 students, which exce eds the 250 maximum student load. The union, in filing its grievance, asked that the student load be reduced and the counselor receive additional pay for the period in which it exceeded 250 (Zangla, 2014). Within a union environment, the processes will typically involve the employee, union representatives and members of the employer’s management team. The article goes into detail how they will be meeting and try to avoid arbitration. â€Å"Board President George Heidcamp said trustees want to resolve  the grievance with the teachers’ union without going to arbitration, which could cost taxpayers $10,000 or more† (Zangla, 2014). In summary, collective bargaining centers on the basic components of the system where employees, employers and union members meet in order to find what works best and find a solution. A key note to successful collective bargaining is the state of affairs and persons who are entrusted to negotiate should have the traits of patience, trustworthiness, friendliness, integrity, and fairness. Collective bargaining through its mandatory components have enabled many unions and labor management to either agree or take the next steps in trying to get a fair and profitable agreement for both parties. Works Cited Budd, John W. Labor Relations: Striking a Balance. New York, NY: McGraw-Hill, 2013. Print. Kittner, Gena. Teachers union sues Middleton-Cross Plains school district. 28 Mar 2011. Web. 19 Apr 2014. . Lyman, Stephen W. Is Poor Performance â€Å"Just Cause† for Discharge? 31 Aug 2012. Web. 19 Apr 2014. . Zangla, Ariel. Saugerties school board wants grievance discussion with teachers’ union instead of arbitration. 15 Feb 2014. Web. 19 Apr 2014. . 2. List and discuss three U.S. laws that support collective bargaining, and three examples of employer unfair labor practices. We have learned that collective bargaining is the negotiations involving the representatives of labor and management for terms and conditions of employment that will apply to the employee. It is also important to understand labor laws that support collective bargaining that protect union activity to balance efficiency, equity and voice. According to our textbook, the three U.S. laws that support collective bargaining between labor and management, are the National Labor Relations Act of 1935 (The Wagner Act), the Labor Management Relations Act of 1947 (The Taft-Hartley Act), and Labor Management Reporting and Disclosure Act of 1959 (The Landrum- Griffin Act) (Budd 109). The National Labor Relations Act (NLRA) of 1935, also known as the Wagner Act builds upon previous legislative attempts to promote and protect workers’ abilities to unionize in the private sector if they so choose. It guarantees the right of employees to organize and bargain collectively with  their employers, and to engage in other protected organized activity. Employees covered by the Act are also protected from certain types of employer and union misconduct. (Budd 119). In an interesting Wall Street Journal article called â€Å"Volkswagens Union Gamble† (http://www.no2uaw.com/vws-gamble.html), provides a good example of the National Labor Relations Act (NLRA) at work. The article discusses how Volkswagen and the United Auto Workers union are trying to get workers from Chattanooga, TN plant to vote on unionizing. According to the article, â€Å"Volkswagen workers in Chattanooga are voting this week on whether to become the first foreign-owned unionized auto plant in the American South. The United Auto Workers union desperately needs the victory and is getting help from the National Labor Relations Board and even from Volkswagen, which may come to regret selling out their workers to the union† (WSJ, 2014). The editorial also goes into detail how the UAW tried to sidestep a secret-ballot election via a dubious card check. There logic for this was due to the fact that the Wagner Act allows a union to be certified if a majority of workers sign authorization cards and an employer acquiesces. Unfortunately, the workers argue that non-union plants have lower production costs, more workforce flexibility and less labor strife. They also argue â€Å"Volkswagens un-neutral neutrality agreement with the UAW is arguably a violation of Taft-Hartleys prohibition on employers giving a thing of value to a union seeking to organize its employees† and filed charges with the NLRB alleging that the UAW had lied to workers and bullied them into signing cards (WSJ, 2014). The debate about Volkswagen’s violation of the Taft-Hartley Act is ongoing and it takes us to our second U.S. laws that support collective bargaining. The Labor Management Relations Act of 1947, which is also known as the Taft-Hartley Act amends and adds to the Wagner Act in diverse and far-reaching ways and can be divided into three categories, â€Å"Restrictions on union actions, Enhanced rights of individuals and employers, and New dispute resolution procedures† (Budd 128). The purpose and policy of the Taft-Hartley Act was â€Å"to prescribe the legitimate rights of both employees and employers, to provide orderly and peaceful procedures for preventing the interference by either with the legitimate right of the other, to protect  the rights of individual employees in their relations with labor organizations and to protect the rights of the public in connection with labor disputes affecting commerce† (Budd 127). The act also empowers the U.S. president to petition a court to suspend a strike deemed a national security strike (Budd 128). In an article from the New York Times called â€Å"Dockworkers Strike Threatens to Close the East Coast Ports† (http://www.nytimes.com/2012/12/27/business/dockworkers-strike-threatens-to-close-east-coast-ports.html?_r=0), discusses how â€Å"dockworkers are flexing their muscles again, threatening a strike that would shut seaports from Massachusetts to Texas. It would be the first such coast wide strike since a two month walkout in 1977 that paralyzed the flow of tens of billions of dollars of imports – and the nation’s retailers and other businesses fear a painful replay if the 14,500 dockworkers make good on their threats† (Greenhouse, 2012). The strike threat has so alarmed corporate America that of more than 100 business groups which wrote to President Obama to urge him to intervene to push the two sides to settle – and, if need be, to invoke his emergency powers under the 1947 Taft-Hartley Act to bar a strike (Greenhouse, 2012). Eventually the strike was averted, the two sides agreed to sit down with the Federal Mediation and Conciliation Service to discuss extending the long shore workers’ contract, during which time both negotiations and port operations would continue. Another U.S. law that supports collective bargaining is the Labor Management Reporting and Disclosure Act of 1959 (The Landrum- Griffin Act) deals with the relationship between a union and its members. The Landrum- Griffin creates a bill of rights for union members that guarantees all union members equal rights of participation in internal union affairs, including voting and expressing views† (Budd 131). Part of the bill of rights of this act specifically mentions that all union members are entitled to receive a copy of the collective bargaining agreement. Additionally, the Landrum-Griffin Act tries to hinder corruption and racketeering in three ways. â€Å"First, unions and their officer are required to disclose financial records by filing reports with the U.S. Department of Labor. Second, the Landrum-Griffin act restricts the use of union trusteeships. Third, the Landrum-Griffin Act establishes the fiduciary responsibility of union leaders† (Budd 132-133). In a Wall Street Journal article titled â€Å"Obama Tries to Stop Union Disclosure† asserts how union membership peaked in the 1950s, when more than one-third of American workers belonged to a union. Approximately just about 7.6% of American private-sector workers belong to a union. A Rasmussen Research survey conducted in March found that 81% of nonunion members do not want to belong to a union. (WSJ, 2009). The response by union leaders and their Democratic allies to declining union membership is the Employee Free Choice Act. To increase unionization, it would deprive workers of private balloting in organizing elections, and it would substitute a signature-card process that would expose workers to coercion. The bill would also deny workers the right to ratify, or not ratify, labor contracts drafted by government arbitrators when negotiations in newly unionized workplaces exceed the bills rigid timetable (WSJ, 2009). Unfortunately, we see that instead of the democratic government abiding by the Landrum-Griffin Act, it is trying to create laws to appeal some of the current laws that protect union members from the unions or government. In the three above cases, the U.S. laws support collective bargaining, as well as protect from employer unfair practices. An unfair labor practices are defined according to our textbook as an illegal employers’ actions (Budd 122). The Wagner Act or the National Labor Relations Act has specific guidelines that both employees and employers must follow in order to maintain a positive work environment. At times, unfair labor practices do occur and place the workers in chaos. One of the unfair labor practice prohibits employers from interfering, restraining, or coercing employees who are exercising their Section 7 rights. Circulating antiunion petitions, using unnecessary surveillance to watch union activities, threatening employees with being fired, demoted, or causing physical harm, and bribing employees with wage increases are examples of Section 8(a)(1) known as the â€Å"universal enforcer† because it covers all employer violations of employee rights (Budd 123). The second unfair labor practice is known as Domination of a Labor Organization or Company Union Ban. Senator Wagner wanted to avoid management â€Å"handling† unions, preventing workers from forming legitimate, independent unions. Employers that initiate the formation of a union, provide financial support to a union, create a  nonunion employee representation plan, or create a labor-management committee that discusses wages and working conditions with some give and take with management is in direct violation of Section 8(a)(2) (Budd 123-124). The third unfair labor practice deals with employers discriminating to encourage or discourage union membership. Examples include firing a union supporter or someone trying to form a union, transferring a union supporter to a less desirable job or promoting an employee because of opposing a union, refusing to hire a potential employee because of past union participation or simply closing a part of a business because of antiunion reason s are examples of Section 8(a)(3) (Budd 123-124). A good example of two unfair labor practices is in an article called â€Å"1981 Strike Leaves Legacy for American Workers† (http://www.npr.org/templates/story/story.php?storyId=5604656), in which the author discusses how over 30 years ago, former President Ronald Reagan set a defining moment in the history of the aviation, his presidency, and labor relations by firing thousands of unionized air traffic controllers for illegally going on strike. In February 1981, new contract negotiations open between Professional Air Traffic Controllers Organization (PATCO) and the Federal Aviation Administration (FAA), which employs the air-traffic controllers. Citing safety concerns, PATCO calls for a reduced 32-hour work week, a $10,000 pay increase for all air-traffic controllers and a better benefits package for retirement. Contract negotiations with the FAA stall (Schalch, 2006). Then in August 1984, strike action began with 13,000 employees walking off the job in various locations, halting operations as busy airports including Dallas, Fort Worth, Atlanta, and Chicago. At that point, then President Reagan intervened sending a warning statement that anyone not returning to work within 48 hours would be terminated. Two days later most of the striking employees were fired. They were replaced by employees not participating the protests and military air traffic controllers (Schalch, 2006). As I understand the employer unfair practices, the firing of the unionizes traffic controllers and the hiring of new traffic controllers was a direct violation of Sections 8(a)(1) and (3), threatening employees with job loss, firing a union supporter, and promoting a union opponent to a better job. In conclusion, the three labor laws have shed some much needed light as to the rights of both employers and employees, not to mention has also set some much needed boundaries as to how far each side can go without treading into illegal or unfair territory. These laws must be put into place to regulate both sides equally and it also provides no confusion as to the right and wrong paths one must take when leading to collective bargaining. The examples of unfair labor practices by employers provide a clear view as to the lengths some employers will go to in an attempt to avoid or divert a union being organized. The Wagner Act has specific sections in its law that provides employers the knowledge of what is acceptable behavior and what is not. Works Cited Budd, John W. Labor Relations: Striking a Balance. New York, NY: McGraw-Hill, 2013. Print. Greenhouse, Steven. Dockworkers Strike Threatens to Close East Coast Ports. 26 Dec 2012. Web. 22 Apr 2014. . Schalch, Kathleen. 1981 Strike Leaves Legacy for American Workers. 2006 Aug 2006. Web. 22 Apr 2014. . Wall Street Journal (Editorial): Volkswagens Union Gamble. 12 Feb 2014. Web. 20 Apr 2014. . 3. Describe the process of establishing and decertifying a collective bargaining unit in the workplace. As discussed earlier in this research paper, the definition of collective bargaining is technically when a group of employees negotiate as a unit with their employer over pay, benefits and working conditions. Chris Langford, a strategist and organizer at the International Federation of Professional and Technical Engineers (IFPTE), (http://www.ifpte.org/news/details/Why-Collective-Bargaining-Rights-Are-Important), states that the principle stems from the idea that as a group, employees have more strength or bargaining power if they collaborate than they do if they try to negotiate with their employer individually. Because of its basis in collaboration, collective bargaining is inherently a democratic process since a majority of employees select the subjects they bargain over and vote on whether they agree to a contract (Langford, 2012). In our textbook the author, discusses how a bargaining unit is a group of several workers involved in a similar industry or occupational field that, on the determination of the National Labor Relations Board (NLRB), can engage in collective bargaining (Budd 199). This group also helps the union represent the other employees in the industry to handle any issues, improprieties, or unfair work ethics or practices that may come to light. To establish a bargaining unit, certain laws and doctrines must be strictly adhered to, the worker group must also have first established an organized union the deals with their specific industry. The union represents the group exclusively, and deals with all negotiations and discussions to further the workers causes. Once a union has been formed, the NLRB, looks at several criteria before allowing part of the worker group to be recognized as a bargaining unit. The NLRB reviews the workers mutual interests in working conditions, wages earned, training protocols, and number of hours in a work week. They also look at the management scope, the public interest factor, and the worker groups history of bargaining in the past through other associations (Budd 200). According to an article called â€Å"WNBA and Players Association Sign New Collective Bargaining Agreement† , the Womens National Basketball Association (WNBA) and the Womens National Basketball Players Association (WNBPA) announced that they have entered into a new eight-year collective bargaining agreement. The new collective bargaining agreement includes an additional 12th roster spot, salary cap increases and reduced revenue sharing thresholds, making it more likely that the players will share in league revenue growth. In the article, we can see how an established a collective bargaining unit represent its specific employees (women basketball players) to conduct collective bar gaining with their employers (WNBA, 2014). So what happens if the collective bargaining unit (union) employees no longer want to be represented? To determine the wishes of the majority of the employees, the National Labor Relations Act (NLRA) allows employees to call for a special election to get rid of the union as their â€Å"exclusive representative.† This is called a Decertification election.

Utilizing Superelastic Shape Memory Alloy Strand

Utilizing Superelastic Shape Memory Alloy Strand I tried to maintain the story in following order: General background on steel MFRs before Northridge earthquake What happened after Northridge Earthquake and still what are the problems remaining? What are the approaches taken to solve the problem? Concept of Post tensioned connection Studies on PT connection with steel Alternative to steel strand (previous studies on SMA strand). Objective of this study. Feasibility study of utilizing superelastic shape memory alloy strand in post tensioned steel beam column connections for improved seismic performance Introduction: During the 1960s, welded steel beam-column connections were considered to be the most ductile system against earthquake. Therefore, a number of industrial and commercial buildings were constructed in the western part of united states at that time.   However, the Northridge earthquake of January 14, 1994, indicated that welded connections are susceptible to brittle fracture at the beam-to-column joints. This failure mode was observed even for structures subjected to a moderate level of ground shaking. Although, these buildings didnt collapse (which is desired by the building code), the connection behavior was not as expected. Further investigation revealed that similar damage was observed in a limited number of buildings during 1992 Landers, 1992 Big Bear and 1989 Loma Prieta earthquake (FEMA-350). Studies have been carried out to investigate the reasons behind it. Based on the investigation, significant design changes was implemented to the pre-Northridge moment resisting frame des igns (Engelhardt and Sabol, 1997). Post-Northridge structures are designed in such a way that it is still expected to sustain damage during severe earthquake but without affecting the life safety limit (Chancellor et al. 2014). Residual deformation that may exist after the earthquake can require expensive repair works and in some cases the demolition of total structures. Depending on the scenario, the total cost of demolition or repair work can be a burden to the overall economy of a country. An example can be the earthquake of magnitude 6.5 that occurred in Christchurch, New Zealand in May 2014. The repair works required 40$ billion (New Zealands dollar) which was approximately 20% of the total GDP of the country. In another study, McCormick et al. (2008) showed that the repair of structures with residual drift greater than 0.005 rad is not economically feasible. Conventional moment resisting frames are designed to resist collapse by using the inelastic properties of nonreplaceable elements. Therefore, these systems can dissipate energy during large inelastic deformation but unable to recover the residual deformation. In this regard, research has been done to improve the performance by introducing reduced beam section (RBS) (Tremblay and Filiatrault, 1997), connection reinforced with cover plates (Engelhardt and Sabol, 1997), haunches (Uang et al. 2000), and side plates (Shiravand and Deylami, 2010). However, the existence of residual deformation after severe earthquake is still possible. To address this above mentioned issues, a new class of lateral force resisting system has been developed which can sustain severe earthquake with little or no residual deformation. This smart structure can return to its plumb position after load removal (herein referred to as a full self-centering), without any residual deformation. This new system is termed as post tensioned (PT) steel moment resisting frames. In this system, beams are post tensioned to the columns, which run parallel to the beams and pass through the column flanges, are used to provide self-centering to the moment resisting frames (Moradi and Alam, 2015). The reduction of residual displacement in PT connection is controlled by a gap opening mechanism.   Due to the gap opening between steel column and beams, a significant reduction in stiffness occurs, which is desirable. As the decrease in stiffness attracts less force to the connection (i.e. softening occurs without structural damage) by lengthening the structur al period (Chancellor et al. 2014). Past few years, several researchers have investigated and still investigating the seismic performance of self-centering steel moment resisting frames. Ricles et al. (2002), experimentally investigated the self-centering behavior of steel PT connection on five cruciform shaped specimens. The results showed that steel PT connection sustain small residual deformation compared to the conventional welded connection. Further study based on several affecting parameters such as flange reinforcing plate, shim plate, number of PT strand, angle size, and gage length are considered by Garlock et al. 2003, 2005. The effect of floor diaphragm on the self-centering behavior of steel moment resisting frames were investigated by Garlock et al. (2007). A performance based design guideline for self-centering PT connection was also outlined. In design procedure, the interaction between the floor system and the self-centering PT connection was considered. Dobossy et al. (2006) proposed a method for asses sing structural limit state probabilities for a self-centering frame (with top-and-seat angles). Monte Carlo simulation was used for generating demand curves. The possibility of exceeding a limit state at each floor of the structure was determined based on the demand and capacity curves.   Herning et al. (2011) used a reliability based method to evaluate the likelihood of reaching the limit state of PT strand yielding. A predictive relationship between the beam-column relative rotation and the story drift was proposed. Based on the results, the response of three nonlinear models of prototype self-centering frames was found to be adequate to thousands of synthetic ground motions. The probability of reaching the limit state of strand yielding ranged from 0 to 15%. The self-centering capability of PT connection can also be improved by using smart materials such as shape memory alloys (SMAs). Shape Memory Alloy (SMA) is a class of equiatomic metal showing mechanical properties not present in materials usually employed in engineering application (Fugazza, 2003). In most cases NiTi is referred to as a shape memory alloy. But some other alloys show the same characteristics of NiTi alloy. If not stated otherwise, NiTi will be used as SMA throughout this paper. The importance of Shape Memory Alloy (SMA) in civil engineering application is increasing rapidly due to its capability of large strain recovery, absence of residual strain upon unloading and high energy dissipation ability. This exceptional property can be used in post tensioned steel beam column connection. The idea of implementing shape memory alloy on post tensioned connection has already been investigated by a number of previous studies. Ocel et al. 2004 considered two partially restraine d (PR) connection to investigate their performance during static and cyclic loading. Martensitic phase (Shape memory effect) was used in both connection. The tested connection was capable of dissipating large energy without any strength degradation up to a drift level of 4%. Using SMA tendons, about 54% and 76% of the beam tip displacement was recovered with or without simulated dead loads, respectively. Ma et al. (2007) presented a highly ductile steel beam column connection by using shape memory alloy bolt. The bolts shanks are 1.2 times longer than the conventional steel bolt. These bolts provide the ductility to the connection by absorbing inelastic deformation. After the deformation phase, it can regain its original shape by recovering 94% of the total deformation. Desroches et al. (2010) studied the behavior of shape memory alloy (SMA) on both austenite and martensite phase. The superelastic SMA bars were found to be responsible for reducing the residual deformation and marten sitic bars were efficient in controlling peak deformations. Ellingwood et al. (2010) evaluated the performance of steel frames with or without SMA connections based on probabilistic framework. Four interior steel beam column connection incorporating different types of SMA (i.e. martensitic NiTi and austenite NiTi) and steel tendon, were investigated by Speicher et al. (2011).   The connection incorporating superelastic NiTi alloy was able to recover up to 85% of its deformation after being loaded upto 5% drift. The objective of this study can be categorized in two phase. In phase one, an attempt has been made to reduce the strand length of existing PT connection without affecting the performance of the connection. In parallel to this study, the objective of phase two was to use shape memory alloy with reduced length. A recent study done by Chowdhury et al. (2017) show that the reduction of PT strand length directly affect the stiffness, strength and moment capacity. Besides, PT connection loses self-centering capability due to the yielding of steel strand. This is due to the high stress concentration in steel and its low strain capacity. In this regard, shape memory alloy can be an efficient alternative due to its large strain capability (recoverable strain up to 8% for NiTi). The cost of NiTi alloy is a major concern during its application. Therefore, reduced strand length will reduce the cost without affecting performance.

I Am a Survivor :: Law College Admissions Essays

I Am a Survivor    I grew up the youngest in a family of five. My mother and father divorced when I was a few months old. My mother struggled to take care of five young children on her own. Because her parents died when she was a little girl, she never considered giving us up for adoption or to relatives. My natural father never kept in touch with us. He never helped my mother care for us and so I never knew him and have no recollection of him.    My mother tried her best to ensure we had a good family life by marrying twice after her divorce from my natural father, but neither man in her life served as a role model for my three older brothers. My brothers suffered the most from the breakup of my parents' marriage and my father's abandonment of his parental duties. All three have ruined their lives through drug abuse and crime. My oldest brother lives from day to day without any hope and with the constant internal battle against a drug addiction, which he often loses. My second oldest brother has been in and out of state mental institutions for over fifteen years. He is forty-two years old and is schizophrenic. My third oldest brother is somewhere in New York City, and he doesn't want to be found. He calls my mother from time to time to let her know that he's alive.    I talk about my brothers first because even though they had problems growing up, they managed to protect and shelter me from their troubles. They made me believe in fairy tales and tried to shield me from the ugly reality of the world. It was because I lived a child's fairy tale life that I would later learn that fairy tales don't come true. I would learn to struggle, suffer, and survive.    When I was eighteen years old my mother moved away and left me in New York City with my friends to attend college. I guess my mother thought I would easily succeed and become the first college graduate in our family and I would easily learn to be responsible and independent. She must also have assumed that because I had never struggled for anything, I would be okay and I would doubtless succeed in becoming a lawyer. I Am a Survivor :: Law College Admissions Essays I Am a Survivor    I grew up the youngest in a family of five. My mother and father divorced when I was a few months old. My mother struggled to take care of five young children on her own. Because her parents died when she was a little girl, she never considered giving us up for adoption or to relatives. My natural father never kept in touch with us. He never helped my mother care for us and so I never knew him and have no recollection of him.    My mother tried her best to ensure we had a good family life by marrying twice after her divorce from my natural father, but neither man in her life served as a role model for my three older brothers. My brothers suffered the most from the breakup of my parents' marriage and my father's abandonment of his parental duties. All three have ruined their lives through drug abuse and crime. My oldest brother lives from day to day without any hope and with the constant internal battle against a drug addiction, which he often loses. My second oldest brother has been in and out of state mental institutions for over fifteen years. He is forty-two years old and is schizophrenic. My third oldest brother is somewhere in New York City, and he doesn't want to be found. He calls my mother from time to time to let her know that he's alive.    I talk about my brothers first because even though they had problems growing up, they managed to protect and shelter me from their troubles. They made me believe in fairy tales and tried to shield me from the ugly reality of the world. It was because I lived a child's fairy tale life that I would later learn that fairy tales don't come true. I would learn to struggle, suffer, and survive.    When I was eighteen years old my mother moved away and left me in New York City with my friends to attend college. I guess my mother thought I would easily succeed and become the first college graduate in our family and I would easily learn to be responsible and independent. She must also have assumed that because I had never struggled for anything, I would be okay and I would doubtless succeed in becoming a lawyer.

Foucaults Discipline and Punish: The birth of the prison Essay

Foucault is best remembered for his historical inquiries into the origins of â€Å"disciplinary† society in a period extending from the 16th to the 19th centuries. Today, however, under the conditions of global modernity, the relevance of his contribution is often called into question. With the increasing ubiquity of markets, the break up of centralized states and the dissolution of national boundaries, the world today seems far removed from the bounded, disciplinary societies Foucault described in his most famous books. Far from disciplinary, society today is â€Å"post panoptic,† as Nancy Fraser has argued — in a move which seems to confirm Jean Baudrillard’s demand that we â€Å"forget Foucault.† In order to answer the question, how Foucault’s theory of the disciplinary society can be used to understand the body in the society, I would like to begin this essay by returning to Foucault’s book – Discipline and Punish: The birth of the prison. This book deals with the disciplinary institutions and practices that emerged in the eighteenth and nineteenth centuries. While discipline and punish is concerned with the birth of the prison in modern Europe, it has far wider implications for the everyday lives of ordinary citizens. Notions such as micro-power, disciplinary institutions, panopticism and normative judgements. Foucault developed this material through the research methods he called archaeology and genealogy. Both methods work to uncover the discursive formations and practices of different historical periods, but genealogy has a greater focus on questions of power, and the ways in which discursive power works on bodies. Power shows itself on a subject’s body because various events or happenings are written on the human body- they shape th... ...n prison model disposed people to monitor themselves and others regarding the appropriateness or otherwise types of behaviour and body shape. Bibliography:- Chancer and Watkins. Gender, Race and Class. An Overview. (Blackwell Publishing) Toni Lester. Gender Nonconformity, Race and Sexuality. Charting the Connections. (The University of Wisconsin Press) Teresa de Lauretis. Technologies of Gender Essays on Theory, Film and Fiction (Palgrave Publication) Kennan Malik. The Meaning of race. (Palgrave Publication) Anne Cranny-Francis, Wendy Waring, Pam Stavropoulos, Joan Kirkby. Gender Studies. Terms and Debates. (Palgrave Publication) Penelope Ingram. The Signifying Body. (State University of New York Press) Mark Gibson. Culture and Power. (Berg Publication,New York) Colin Burnham. Race. B.T.Batsford LTD. London.

What Drives Someone to Complete the Devastating Acts of Terrorism? Essa

Since the darkest day, September 11, 2001, the citizens of The United States of America are on alert and are weary of acts of terrorism. One can turn on the television and can easily find an act of terrorism. Most recent acts are the Boston bombings or the bombings in Volgograd, and most recently the two bombings in Sochi. What drives someone to complete the devastating acts of terrorism? How can on predict, based off of antisocial behaviors, who is more likely to become a terrorist? Regardless of ethnicity, nationality, or racial background, experts agree terrorists share one common link: their childhood. One tends to be more susceptible to becoming a terrorist because of a traumatic event in their childhood to cause antisocial behavior. In fact one traumatic event, whether real or imagined, during childhood increases the likelihood of a person exhibiting anti-social behavior. Terrorist typically have a path they follow which leads them to a life of violence and antisocial behavior. According to a New York Times’ article on the terrorist mind, terrorist have â€Å"extremist beliefs, which begins early in life; a strong sense of victimization and alienation† (Kershaw). Sarah Kershaw believes, a terrorist fears becoming alienated from society; therefore to prevent this alienation, they draw attention to themselves through acts of terrorism. However, a major trigger that pushes a person beyond the breaking point of a â€Å"normal† person to a terrorist is their own individual past. One can define a â€Å"normal† person as one who goes with the flow of society and does not act out in violence to voice their opinion. Rex Hudson also believes, â€Å"Terrorists are generally people who feel alienated† The event in the person’s past could range from a num... ...ons." American Psychological Association. N.p., Nov. 2009. Web. 20 Dec. 2013. DeAngelis, Tori. "Understanding Terrorism." American Psychological Association. N.p., Nov. 2009. Web. 19 Dec. 2013. Hudson, Rex A. The Sociology and Psychology of Terrorism: Who Becomes a Terrorist and Why? Washington, D.C.: The Library of Congress, Sept. 1999. PDF. Kershaw, Sarah. "The Terrorist Mind: An Update." Nytimes.com. The New York Times, 9 Jan. 2010. Web. 18 Dec. 2013. "Narcissistic." Dictionary.com. Random House, 2013. Web. 09 Jan. 2014. "Osama Bin Laden Fast Facts." CNN.com. Cable News Network, 24 Dec. 2013. Web. 09 Jan. 2014. Rosenberg, Jennifer. "Adolf Hitler." 20th Century HIstory. About.com, n.d. Web. 09 Jan. 2014. Speaking of Psychology: Getting into a Terrorist's Mind. American Psychological Association, n.d. American Psychological Association. Web. 28 Dec. 2013.

Jefferson VS. Hamilton DBQ Essay

In the history of America, Thomas Jefferson, the Secretary of State, and Hamilton, the Secretary of the Treasury, were two of the greatest leaders of our country. Although they both lead the country, that’s where the similarities end as they had opposing views on everything. Jefferson was a republican while Hamilton was a federalist. Jefferson had been opposed to all of Hamilton’s ideas, such as his financial plan, his interpretation of the powers of the government, his foreign policy, and his vision for the future of America. Jefferson was against Hamilton’s views because his financial plan would ultimately destroy democracy in America, his interpretation of the powers of the government could result in the destruction of the institution of slavery, his foreign policy because Hamilton was Pro-British and England’s Monarchy could spread to America, and his vision for the future of America because Hamilton wanted an Oligarchy government while Jefferson wante d a democracy. First, Jefferson was extremely opposed to Hamilton’s financial plan for America. Hamilton’s financial plan was very elaborate, ultimately leading to the preservation of America’s independence. His plan starts with the goal of gaining power through wealth. To gain wealth, Hamilton stated that industry must be created. He creates a national bank by loosely interpreting the â€Å"necessary and proper† (Doc 1) clause. Hamilton justifies his bank by saying, â€Å"Necessary often means nothing more than needful†¦useful† (Doc 2). He believed that the creation of a National Bank fell under this clause as he found it convenient to help with his plan. By creating the National Bank, he was making the rich richer, and causing them to either invest their money, spend it on products, store it in the bank, or use it to buy bonds. This in turn would give the government more wealth, and ultimately more power. It seemed like a decent idea, but Jefferson saw the flaws that came  with it. He stated that Hamilton’s plan would destroy democracy in America. In Jefferson’s notes on the state of Virginia, he said, â€Å"Those who labor in the earth are the chosen people†¦corruption of morals in the mass of cultivators†¦Ã¢â‚¬  (Doc. 4). When he says this, he is saying that through the creation of industry, workers who work under others will lose their political independence. He saw this as a threat to democracy because workers would be easily manipulated to vote for someone that their employer wanted them to vote for, therefore leading to corruption in the government. And there was no workaround for this as voting was public, so anyone could watch the workers cast their vote. This would eventually lead to an Oligarchy as the rich would have all the power since they were of higher positions, and would control those of lower positions, which would be the workers. That is why Jefferson opposed Hamilton’s financial plan as this would end in the creation of a country who is led by few peop le with all the power. In addition, Jefferson was opposed to Hamilton’s interpretation of the government’s powers. Hamilton interpreted the â€Å"Necessary and Proper† clause loosely, stating that â€Å"Necessary often means nothing more than needful† (Doc. 2). By interpreting the clause this way, he opened himself to an almost unlimited amount of power. He used it to create a National Bank by claiming that it was related to regulating commerce and collecting taxes. Jefferson had been opposed to Hamilton’s interpretation for many reasons. The first one is that he interpreted the Constitution very strictly. He argued that, â€Å"Supporters of the bank bill argue that a bank would be of great convenience in collecting taxes. Even is this argument were true, the constitution allows for only those laws which are â€Å"necessary†, not for those which are merely convenient for carrying out delegated powers† (Doc. 3). He argued that the constitution was only referr ing to laws that were absolutely necessary, a last resort with no other possible options. Jefferson backs up his interpretation by also stating, â€Å" †¦ that powers not delegated to the United States by the Constitution, nor prohibited by it to the states, are reserved to the people or the states†¦The incorporation of a bank and the powers assumed by this bill have not in my opinion, been delegated by the United States by the Constitution† (Doc. 8). The second reason he interpreted the constitution this way was because if the Constitution were to be interpreted loosely, it would pose a threat towards Slavery. Jefferson had supported slavery, and did not want the government to be able to gain more power through the clause, and in the long run, eventually ending slavery in America. The final reason Jefferson opposed Hamilton’s interpretation was because Hamilton was using his loose interpretation to his advantage, creating a bank to further push his financial plan into motion, which was the exact opposite of what Jefferson wanted as it went against all of his beliefs. Jefferson was trying to stop Hamilton’s plan, and one way was to stop the abuse of the â€Å"Necessary and Proper† clause. Furthermore, Jefferson was against Hamilton’s foreign policy. Hamilton was considered to be Pro-British while Jefferson was Pro-France. During this time, France and Britain were at war fighting against each other. Hamilton supported the British and wanted them to win against the French because he believed in the British’s form of government, a monarchy. A monarchy was a government with one person that holds the sole power of the country. Hamilton’s expectations was that if the British were to win the war, the monarchy form of government would spread all across Europe, and ultimately be adopted in America as an oligarchy form of government, a country ruled by a few. He believed in this type of government because he saw that Britain was flourishing and he thought that if America adopted the same type of government, then the country would succeed as well. Hamilton shared his view on popular rule by stating, â€Å"The people are turbulent and changing; they seldom j udge or determine right. Give to the first class a distinct, permanent share in the government† (Doc. 6). Hamilton objected to power among the people because he believed that the people are always changing and have ambition. This creates a state of mind that a common person can never settle on one decision and is always going to change their beliefs. Hamilton also states his disagreement with Jefferson by saying, â€Å"In respect to our foreign  politic, the views of the gentlemen and his supports are unsound and dangerous. They have a womanish attachment to France, and a womanish resentment against Great Britain† (Doc. 9). Hamilton shows his hate on Jefferson’s views and comments that they are unsound and dangerous. Jefferson on the other hand believed that the government should be a democracy with power shared among all the people. Jefferson supported the French because of multiple reasons. First, he wanted to honor the treaty between America and France, and help them in the war against the British. Second, he did not want monarchy to spread across Europe as this would diminish his chances of creating a democracy form of government in America. Jefferson expresses his distrust for the government and the elite by saying, â€Å"I am not a friend to a very energetic government. It is always oppressive. It places the governors indeed more at ease, at the expense of the people† (Doc. 7). Jefferson believed that the elite would take away the rights of the common people. He trusted that Gentlemen who were small farmers, would rule better as they would be educated, disinterested, independent, and would own land. This was the criteria that Jefferson believed would fit a person to rule the country, and why he disagreed with Hamilton’s foreign policy. Finally, Hamilton and Jefferson have very different views on the future of America. Hamilton believed that the future of America should yield a Oligarchy government, with the power belonging to the elite. He wanted Britain to ultimately win the war and for America to adopt an Oligarchy government and prosper just like Britain, since he did not trust the power to be in the common peoples’ hands. Additionally, Hamilton sought out to have industry with manufacturing and agriculture. He believed that a strong manufacturing economy was of great importance to America’s future. Hamilton wrote a report on Manufacturing in which he stated, â€Å"The trade of a country which is both manufacturing and agriculture will be more lucrative and prosperous than that of a country which is merely agricultural. The importations of manufactures supplied seem to invariably drain the merely agricultural people of their wealth† (Doc. 5). Hamilton believed that for America to flourish with its economy and eventually pay off its debts, America needed to have industry to start manufacturing its own products and  be able to export products and agriculture, not just agriculture. He also thought that in the long run, the agricultural people would be drained of their wealth as manufacturing would take over the economy of America. Jefferson disagreed greatly with Hamilton’s vision for America. Jefferson wanted to have a democracy in America in the future, with power in the hands of small farmers who were Gentlemen. This was a Virtuous Republic. He distrusted the elite to run the government and trusted people who were like him to have the power. Additionally, he did not want industry to become present in America as that would destroy democracy, so he wanted more agriculture to be among the farmers. To sum up, Jefferson and Hamilton disagreed on a great deal of matters. In the end, it was both Hamilton and Jefferson who won in achieving what they wanted. Nowadays we have a democracy government, but we also have industry and we manufacture goods. We export and import goods to keep our economy in balance. The people have the power now, but it is not just small farmers and gentlemen, but rather equality among all others.

Marketing and Brand Equity Essay

The AsiaTravel is facing the following problems regarding its brand value to customers: * Its brand name is merely the generic version of its services, therefore price is seen as its main competitive advantage in the travel market; * Associations of the brand have not been clearly defined and conveyed to customers, therefore their perception about its brand name is not sufficiently strong for them to recognize and recall this brand among other alternatives; * Information on past experiences customers have acquired from the use of the company’s services have not been adequately collected and assessed. This makes difficult for asiatravel.com to identify the benefits and value its brand has already been shaped in customers’ mind. * Although the company’s name reflects quite obvious the market segmentation on which it is focusing i.e. Asia as a whole, specific target markets and sub-segments have not been identified. * The company has not adequately identified and evaluated its competitors. As a consequence, their knowledge about its competitors, its points of parity and points of difference is limited. Therefore, its brand positioning is not so strong even though the company has great intrinsic potentials in bringing its brand to be favourable and unique in the travel market. * The company has not adequately invested in developing tools to conduct market surveys; to develop effective marketing strategies, appropriate marketing programs and proper marketing communication to build its brand equity. 1. Costumer-based brand equity Keller (2003) defined customer-based brand equity as â€Å"the differential effect that brand knowledge has on customer response to the marketing of that brand†. When customers respond more positively to a product/service and the way it is marketed when its brand is recognized than when it is not then this brand is said to have a positive CBBE. On the contrary, if consumers react less favourably to marketing activity for the brand compared with an unnamed or deceptively named version of the product/service then this brand is said to have negative CBBE . Brand knowledge consists of two key components: brand awareness and brand image. Brand awareness is related to the strength of the brand presence in the consumer. mind. Acceding to Keller (2003), brand awareness can be built by increasing the familiarity of the brand via repeated exposure (for brand recognition) and strong associations with the category of product/service and other relevant purchase or consumption cues (brand recall). High service quality, reasonable prices, safety, diversity, flexibility are relevant associations for Asia travel.com to take into account for the improvement of their brand awareness. Brand image defined as the customer’s perception of the overall quality or superiority of a product/service with regards to its intended purpose, relative to alternatives (Krishnakumar, 2009). To know perceived quality, it is very useful for marketers to identify and measure the main aspect that includes the characteristics of the product/service to which the brand is attached. Quality is the vital strength of the brand especially in the field of travel services. This is a very relevant association that Asiatravel.com should develop as a crucial component of their marketing programs to build brand equity without changing their name and logo. Furthermore, apart from quality, it is essential for marketers to create strong, favourable and exceptional brand associations in order to build positive CBBE. The next strongest brand attitude and benefit associations are built from word-of –mouth (friends/family) and/or non-commercial information.. As a result, marketers of Asiatravel.com should identify the impact of those different sources of information by managing and adequately accounting for them in the process of designing communication strategies to build its brand equity. 2. Brand positioning Keller (2003) defined brand positioning is â€Å"identifying the optimal location of a brand in the minds of a group of consumers or market segment so that they think about the products/services offered by this brand in the right or desired way thus maximizing potential benefits to the firm†. Target market. It is important to identify the consumer target since different consumers may have different brand knowledge structures thus having different perception and preferences about this brand. Market segment comprises of cluster of individuals with similar needs and consumer behaviour. It is essential for Asiatravel.com to refer to this marketing segmentation scheme in order to design marketing programs that can attract one or more appropriate segments. Identification of main competitors It is necessary to know the competition before the company starts positioning itself. This includes players who offer the same product/service among a larger portfolio of solutions. SWOT analysis could be a good start for Asiatravel.com to do the exercise of identifying its main competitors. Point of similarity and point of difference PoDs could be defined as the way consumers think for a given brand. Those are what make the brand be prominent from competition In the case of Asiatravel.com the most visible association of this kind is their â€Å"3 in 1† product. This difference can be achieved more convincingly by better quality, better consumer service, predictable comfort and amusement, absolute safety, competitive prices and flexibility (wide range of choices suited to customers’ needs). PoPs can be classified into two types: category and competitive. Category PoPs is important if the brand is looking for an extension into a new category. Competitive PoPs are the brand associations that are designed to be the competitors’ PoDs in order to negate their PoDs (Keller, 2003). Positioning mapping is an effective instrument for asiatravel.com to identify its PoDs and PoPs in order to determine proper position of its brand in its defined market segments In general, brand positioning is an extremely crucial but highly difficult step in establishing CBBE. To achieve good brand positioning, asiatravel.com needs to seriously look at target market, knowing competitors, PoDs and PoPs in their strategic re-branding process. References David Aaker (1991). Managing Brand Equity: Capitalizing On The Value of Brand Name, The Free Press, NY. Kevin L. Keller (2003). Strategic Brand Management: Building, Measure,And Managing Brand Equity, 2nd ed. Pearson Education, Upper Saddle River, New Jersey. Krishnakumar K. (2009). 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